Working closely with the U.S. Head of Marketing, I helped develop and execute a comprehensive, months-long demand generation program that connected campaign channels, digital experiences, content, nurture and sales follow-up into a coordinated buyer journey. Using buyer personas and pain points developed collaboratively with product and other stakeholders, we translated those insights into persona-specific messaging and content across the journey. The campaign included a dedicated microsite, website integration, landing pages, social and content activation, retargeting and a nine-email nurture program supported by blogs, eBooks, executive briefs, solution briefs and targeted calls to action. I worked across a highly distributed organization, collaborating with U.S. sales leadership and global leadership, product, marketing operations and creative teams based in India. Together with the Head of Marketing, I helped shape campaign messaging and content, developing emails and other assets directly while directing, editing and approving materials produced by the broader team. I also collaborated with sales leadership to develop the lead follow-up process, connecting prospect engagement and scoring with qualification, sales routing and opportunity progression, while providing a path for prospects to return to nurture when appropriate. I helped architect the overall campaign process and created a comprehensive visual map for leadership showing how channels, digital entry points, buyer personas, content, nurture, retargeting and sales follow-up worked together.